We all reach that point, don’t we? It’s no longer enough to get a few likes on an occasional social media post. You’re dreaming of more people discovering your business, more inquiries pouring in, or simply that consistent revenue growth you’ve been hoping for, month after month.
The logical next step often sounds something like this: “I’m going to run some ads!”
But, like many driven entrepreneurs, you might jump in without truly knowing:
- what exactly you should be advertising
- who your ads are really for
- and most importantly, what is your specific goal for this ad campaign?
This last point is the first and most critical question, and it’s one that almost everyone overlooks. We see it time and time again when businesses decide to dip their toes into paid advertising without a clear roadmap.
Why a clear goal is your advertising North Star
This isn’t a philosophical question, I promise. We’re not talking about wanting more customers because, let’s be honest, every business wants more customers! That’s a given.
The question is much more concrete: What do you want the user to do immediately after seeing this one particular ad?
This is your starting point for everything. If you don’t know what you’re trying to achieve, you won’t be able to effectively measure success. You certainly won’t be able to choose the right creative visuals, write truly compelling ad copy, or even target the most relevant audience. Without a clear goal, you’re essentially throwing darts in the dark, hoping to hit something.
Businesses with clearly defined goals for their marketing efforts are significantly more likely to succeed. For instance, a recent report highlighted that marketers who set specific goals are 376% more likely to report success than those who don’t. That’s a staggering difference, and it underscores just how fundamental this initial step is. Skipping it isn’t saving time; it’s setting yourself up for frustration and wasted ad spend.
It doesn’t matter if you are DIY-ing your ads or someone else manages the ads campaigns for you, this is something YOU need to think about.
Choose from THREE core ad goals when you're starting out
Most successful ad campaigns, especially for small and medium businesses, are built around one (or a combination) of these three objectives. Think of these as the primary “jobs” your ads can do for your business:
1. Building awareness → introducing your brand to new faces
This type of ad isn’t about making a direct sale right away. Instead, it’s about making a connection – that crucial first impression. We’re talking about getting your name out there, making your brand recognizable, and starting to build a relationship with a new audience. It’s like a friendly handshake before diving into a deep conversation.
- its primary purpose is to increase visibility and introduce your brand to potential customers who might not know you yet
- ideal if your business is ready to expand its reach, you’re targeting a new demographic, or you want to solidify your position as an expert in your field
- something like these:
- promoting a valuable blog post “How to plan your next 90 days if you’re feeling stuck.”
- a short, engaging video introducing yourself and your business’s core values
- offering a free, insightful downloadable checklist or an inspiring PDF resource
2. Generating leads → nurturing interest into action
These are the people who have likely heard of you before. They might know your name, have seen a post or two, or even follow you on social media. They’re curious, but they haven’t committed yet. The goal here is to build trust and encourage that next meaningful interaction, turning casual interest into a tangible lead you can follow up with.
- its primary purpose is to capture contact information or direct engagement from interested individuals
- ideal if you have valuable content or services that warrant a deeper commitment from potential clients before a direct sale
- something like these:
- Download your free ad planning template and simplify your campaigns!
- Claim your introductory consultation slot – a risk-free way to explore how we can help.
- Sign up for our exclusive webinar on mastering LinkedIn Ads for B2B growth.
This is where you start to gather a valuable audience you can continue to nurture. These are the individuals who have raised their hand, indicating they’re open to hearing more from you, making them far more likely to become paying clients down the line.
3. Driving sales → converting ready-to-buy customers
This is the stage everyone jumps to, and often far too soon. For someone who has already purchased from you, or who has interacted with your brand multiple times and trusts you, a direct offer can absolutely work. But for a completely new audience, it’s like proposing marriage on the first date! It rarely ends well – except if you are Ted Mosby and willing to wait 20+ years for the positive answer.
- its primary purpose is to directly facilitate a purchase or service booking
- ideal if you are targeting an audience that is already familiar with your brand, your products, or your services and is close to making a buying decision
- something like these:
- Today only: 20% off all digital products – don’t miss out!
- Limited spots: Secure your mini photoshoot session for just €199!
- Our online course on advanced Google Ads strategies is launching soon: Enroll now to save your spot!
The most common mistake: skipping the warm-up
Most businesses want to start with sales. That’s where the immediate money is, right?
But if you haven’t built trust, captured attention, or sparked genuine interest beforehand, your sales ads will likely be:
- ineffective – you’ll struggle to convert a cold audience
- more expensive – you’ll pay more for clicks and impressions that don’t lead to conversions
- frustrating – you simply won’t see the results you’re hoping for, leading to burnout and skepticism about advertising itself
If you are at a networking event, you wouldn’t just walk up to every complete stranger and immediately launch into a detailed sales pitch for your most expensive service. You’d introduce yourself, find common ground, perhaps offer some value or advice, and then, if there’s a connection, discuss how you might help them further. Advertising works similarly; it’s about building a relationship first.
A common misstep illustrated
Let’s look at a typical scenario. A new coach, eager to get clients, launches an ad: “1:1 Coaching Consultation for €399.” The ad is shown to a broad audience who has never heard of this coach before. The inevitable result? Expensive clicks, very few (if any) conversions, and a feeling that “ads just don’t work for my business.”
What could have worked much better?
- an ad promoting a free, downloadable guide titled “3 breakthrough strategies to overcome business overwhelm,” addressing a common pain point for their target audience
- an invitation to a complimentary introductory workshop (online or in-person) where they share valuable insights and demonstrate their expertise
- a short video series answering frequently asked questions about personal and professional development
After building that initial connection, providing value, and warming up the audience with these awareness and lead-generation ads, then the consultation offer would have landed with a much higher conversion rate. The audience would know, like, and trust the coach enough to consider a paid service.
Running successful ad campaigns isn’t just about pressing “boost post”* or throwing money at a platform. It’s about a clear strategy, understanding your audience’s journey, and guiding them through it with purpose. If you’re ready to stop guessing and start implementing a truly effective, goal-oriented advertising strategy, let’s talk about how I can help you achieve your business ambitions.
*Did you know that there are possibilities where boosted posts can work? But only as an integrated part of a strong organic growth strategy on one certain platform. Instagram.